BÂTI Protein Butter
Identity, packaging
Background
A new niche is emerging. People who care deeply about flavor, technique, and the craft of cooking are also people who care about strength, health, and performance. They lift heavy and then brown butter for cookies. They sear salmon to perfection and also track their macros. They want to eat well and build well.
The market forces them to choose between indulgent butter with no functional benefit or high-protein spreads that taste flat and feel clinical. Nothing speaks to the home cook who also trains hard. Nothing speaks to the creator who wants flavor and fuel in the same jar.
Challenge
Most high-protein foods look like supplements. Most indulgent foods ignore wellness.
The space between them is empty.
There is no brand for the people who want both.
No brand for someone who wants to make luxurious meals and desserts while still supporting their goals.
No brand that treats protein foods with the same respect as premium pantry staples.
Everything feels soft, beige, and generic. Nothing feels worthy of someone who wants to cook boldly and live boldly.
Solution
BÂTI is protein butter made for people who refuse to pick between flavor and performance. The name means “built” in French, which signals craft, intention, and forward progress. The accent on the A becomes a powerful graphic symbol. It suggests greater than, progress, forward movement, and the letter B. It becomes the heart of the visual system and the mindset behind the brand.
This system speaks to the person who wants food that tastes incredible and works hard for them. Bright electric colors bring energy into the culinary space. Sharp geometric forms echo the greater than symbol and create a feeling of momentum. Concise copy lines reinforce the brand’s philosophy.
you > yesterday
flavor > filler
The result is a protein butter brand that finally speaks to a specific type of high-achieving food lover.
BÂTI is built for people who want both.
High flavor and high function.
Food that fuels their goals and respects their palate.
